IMS/MKT 392 - Content Marketing
Fall 2023
This analysis explored Patagonia’s content marketing strategy, focusing on how the brand leverages digital channels to engage its environmentally-conscious audience and reinforce its commitment to sustainability. I examined Patagonia’s blog, podcast, and Instagram, assessing each channel’s consumer and corporate value. For example, the blog promotes eco-friendly lifestyles and product transparency, while Instagram fosters community through user-generated content, showcasing real customers in Patagonia gear.
Through this project, I also identified opportunities for Patagonia to enhance engagement on platforms like TikTok, Pinterest, and Twitter, suggesting interactive and value-driven content like sustainability challenges, behind-the-scenes production insights, and community-building activities. This analysis gave me hands-on experience in brand positioning, social media strategy, and aligning content with core values to deepen customer loyalty.
